A lot of people are searching high and low for that “secret formula” that will magically generate more leads. Like many other things, there is no secret formula: just knowing the basics and practicing it with tweaks here and there, until your campaign takes off.

1. How can I get more leads
from my AdWords
campaign?
A lot of people are searching high and low for that “secret formula” that
will magically generate more leads. Like many other things, there is no
secret formula: just knowing the basics and practicing it with tweaks
here and there, until your campaign takes off.

2. Google AdWords is an excellent lead
generation tool if you understand the
following basics:
 Who your target audience is and what they are looking for
 How to increase the click through rate (CTR) of your campaign
 How to increase the conversion rate of your website's landing page
 How to track and measure the results of your campaign

3. AdWords and PPC, however, let us target an audience as we want based on a
combination of geography and specific keywords. Avoid broad keyword searches
that are likely to attract the wrong kinds of people and be prepared to do some
creative experimentation.

4. Plan ahead:
 First and foremost, you should have proper objectives in mind: more calls?
More newsletter or email signups? More actual sales?
 Set yourself a budget. And be careful – because it’s easy to overspend when
you become involved in keyword bidding and, eventually, multiple campaigns.
 Determine a start and end date for your campaign.

5.  Determine your adequate customer acquisition cost.
 Appraise your maximum cost per click (CPC) Max CPC = (profit per customer)
x (sales conversion rate) x (1 – profit margin)
 Estimating your test advertising budget
 Sneak a peek at your direct competitors: There are tools that allow you to
check out the competition, the keywords they used and their success rate.

6. Keywords:
 Use Google’s Keyword builder to build up your initial keyword list. Identify
and block negative keywords. Identify and sort buying-intent keyword
searches vs. research keywords.
 Now, one might think that the more keywords the merrier – but that’s not
quite true. One, this isn’t a Vegas buffet, so it will end up costing you a
pretty penny; and two, more keywords does not necessarily mean more
targeted keywords, which is what you want. The optimal number of keywords
is usually 5-20. If you have a hard time coming up with keywords, you can use
Google’s automated keyword suggestions.
 Check up on the performance of your keywords on a regular basis. Keep an
eye out for keywords that are driving traffic but not conversions or keywords
that send traffic with a high bounce rate. You’re paying for those clicks so if
they’re not turning into leads, pause those keywords right away.

7.  Check up on the performance of your keywords on a regular basis. Keep an
eye out for keywords that are driving traffic but not conversions or keywords
that send traffic with a high bounce rate. You’re paying for those clicks so if
they’re not turning into leads, pause those keywords right away.
 Give them an offer they can’t refuse:
Whether it’s a special discount, free shipping, money back guarantee or another
added value such as a free E-book or webinar.
Set your keyword match type: unless you want the broadest audience as possible
(at the cost of irrelevant search results), avoid the default Broad type and go for
either Phrase or Exact match.

8. Think Quality:
The more relevant your keywords and ads are to a user’s search, the higher quality score you can
receive, which means you can pay less for your ad to appear on the first page of search results, which in
turn can mean more business, etc.
KISS Ads
Your ad should keep it simple while including 4components:
 Relevant keywords
 Clear benefit to the user
 Call to Action
 Display URL
Example:
Mens Sandals - FREE Shipping & Exchanges | Shoebuy.com
www.shoebuy.com › Departments › Mens Shoes
Mens Sandals with FREE Shipping & Exchanges, and a 100% price guarantee. Choose from a huge
selection of Mens Sandals styles.

9. Powerful USP:
What’s your selling point? What can you offer the searcher that others can’t?
For instance:
Shoes at Shoebuy.com - FREE Shipping & Exchanges
www.shoebuy.com/
FREE Shipping & Exchanges. 1200 Brands and a 100% Price Guarantee. Save on
women's shoes, men’s shoes, kid's shoes, boots, sandals, slippers, ...

10. Bid Management:
Bid management is very important for a successful campaign. You can increase
the bid for the keywords that have higher conversion rates and pause or decrease
the bids for the keywords which are not performing well. It will improve your
ranking on google search results pages and drive more traffic to your website.

11. Dedicated, Clear Landing Page:
Don’t waste your user’s time. Create a landing page that explains exactly why
your business/product/service is a good match for them and provide a CLEAR call
to action for next steps. Verify that it loads quickly and meets the customer’s
expectations: if the customer clicked on your ad that promises “the best
avocado,” don’t lead him to a page that cries out “

12. Support your claim
What makes your product/service better than your competitor? Why should they
trust you?
 Customer testimonials
 An added value such as white paper, article or eBook download
 A video or presentation
 Any trust seals that you are allowed to use (i.e., Better Business Bureau, Web
of Trust, Authorize.net, etc.)

13. Track everything
Use Google Analytics, Reports and Conversion Tracking to track your campaign’s
performance. All of the data you collect should be used to see how your
campaigns are performing. In Google Analytics, you can see information like
bounce rate, time on site and conversions to help you determine the strong and
weak points of your campaigns.
Some key performance indicators to track:
 Conversion rate: the probability of web visitors turning into qualified leads
 % of new (or unique) visitors to your website
 Ratio of new to returning visitors on your site
 Amount of time a visitor remains on your site during an average visit
 Page "stickiness:" the landing pages' probability to successfully retain a visitor

14. Ad Groups:
Organize your keywords into ad groups based on common themes. For example,
if your website is devoted to selling desserts, you might want to devote ad
groups, each with ads and keywords for cakes, cookies and baked goods.

15. Test, test and….test again:
Test your ad's communication in the live environment to learn which version and
combination of headline and description gets the highest CTR. Continue to test
your ads on a regular basis. Always run two versions of the same ad and see
which one works better.

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17. Thanks